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OKPR

Illinois Lottery

You Can't Hide Winning

How masking emotions on TrueView shows off more than it keeps hidden.

Tapping into a simple product insight (the unavoidable rapture of winning), these are TrueView spots created for the times. Leveraging the face-to-face nature of the platform to create intimacy is powerful move in the YouTube handbook (even when it is served up to viewers in a mask).